FMCG firm rolls out consumer reward campaign

Three Crowns Milk has announced the launch of the 2026 edition of its Mum of the Year campaign, as the dairy brand intensifies consumer engagement and brand loyalty efforts through a nationwide promotional initiative.

The campaign, now in its eighth edition, is positioned as a platform to recognise and celebrate mothers while reinforcing the brand’s long-standing connection with family wellbeing and care, according to a statement from the firm.

The company explained that the Mum of the Year campaign has evolved into a widely recognised initiative that honours the contributions of mothers across Nigeria, highlighting their sacrifices, resilience, and role in shaping families and communities.

This year’s edition, themed “Treasure Mum with a Trip to Zanzibar,” introduces a reward-based incentive aimed at deepening consumer participation and emotional connection with the brand.

According to the Marketing Manager, Chioma Igwe, “The Mum of the Year Campaign represents a distinctive and meaningful opportunity for Nigerians to honour the exceptional women who anchor their families and communities. Mums are the hearts of homes, and this initiative reinforces our long-standing commitment to recognising and supporting their vital role in nurturing healthier, happier families.”

The campaign requires participants to purchase any Three Crowns product worth N5,000 and submit a personalised entry via the campaign website, a strategy designed to drive product sales while encouraging consumer interaction.

Entries will undergo a screening and shortlisting process, with finalists advancing to a grand finale, where three winners will receive a trip to Zanzibar.

Speaking on the campaign, Three Crowns Senior Brand Manager, Adesanjo Oyejide, said, “Mothers play an irreplaceable role in shaping who we are through their sacrifices, strength, and unwavering support. With this year’s theme, ‘Treasure Mum with a Trip to Zanzibar,’ we are going a step further not only to celebrate mothers, but also to give families a simple and meaningful way to show appreciation, while creating an opportunity to reward them with an unforgettable experience.”

The company noted that the campaign is designed not only to celebrate mothers but also to create a platform that encourages consumer participation through simple acts of appreciation, while strengthening brand affinity.

It added that the initiative will continue to provide a platform where mothers are recognised for their everyday roles in building stronger families and communities, while inspiring Nigerians to express appreciation through meaningful gestures.

Arinze Nwafor is a journalist at Punch Newspapers with five years of experience reporting on Nigeria’s economy, industry, data, metro, and judiciary. He focuses on highlighting growth, policy, and market challenges shaping Africa’s largest economy. Arinze’s reporting reflects practical newsroom experience, editorial judgment, and a strong commitment to accurate, informative, and audience-focused journalism.